Kyrylych T. Diversification of marketing activity of small enterprises

The object of the research concerns to the marketing activities of small machine building enterprises. The research refers to justification of theoretical positions and development of practical recommendations for marketing activity diversification of small machine building enterprises. Author used methods: historical analysis, logic synthesis, analysis and synthesis, system analysis, ranking and identification, market research, economic statistical and cluster analysis, multivariate analysis, economic and mathematical modeling, expert opinions and connecting analysis, semantic and morphological analysis, graphical and tabular method. The theoretical value of the dissertation is referred to the provisions of theoretical justification of marketing activity diversification of small machine building enterprises. Scientific novelty of the results: for the first time there is developed a method of optimal allocation of production among small machine building enterprises marketing channels, there is improved mechanism of creation and functioning of the Marketing Association of small machine building enterprises, radar method for comparing and evaluating sales channels of small businesses, the method of identifying the competitiveness of small businesses in the wholesale market by the generalized integral indicator of competitiveness, developed concepts and terminology diversification of marketing activity, the method of analysis of cost-effectiveness of marketing activities in marketing channels of small enterprises. The subject of the research is theoretically- methodological and applied principles of diversification marketing activity diversification of small machine building enterprises. The recommendations of author apply to the diversification of the marketing activity diversification of small machine building enterprises. The scopes of author's recommendations using refer to small machine building enterprises.